Course Name |
Consumer Behavior |
Course Code |
PD-SMC – D4 |
Number of Contact Hours |
45 hours |
Credit Hours |
3 Credit Hour |
Duration and Frequency |
|
Mode of Delivery |
|
Category |
Professional Development – D- Sales and Marketing Courses |
This course explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. The student will develop a variety of useful skills in the areas of brand management, advertising, and consumer research. The course also addresses contemporary trends and issues, including the role of new media and technological advances.
On completion of this course, participants are expected to be able to have a practical working knowledge of:
1.) Technology-driven consumer behavior
2.) Consumer motivation and personality, perception, and learning
3.) Consumer attitude formation and change & persuading customers
4.) Cultures, subcultures, and cross-cultural influences on consumer behavior
5.) Consumer decision making and diffusion of innovations
COURSE OUTLINE
Course Textbook:
Consumer Behavior: Buying, Having, and Being, 12th Edition
Michael R. Solomon, Saint Joseph’s University
Feedback Given to Participants in Response to Assessed Work
Developmental Feedback Generated Through Teaching Activities
The course grade will be based on a final project presented by the participant and graded by the instructor. Participants much achieve a passing grade of 70% or more to be awarded a certificate of completion of the course.